About SQF
Since 1988 · Master-Class · World-Class · One-stop sports venue engineering brand
Integrated R&D · Design · Manufacturing · Sales
Guangzhou Xingjiafang Trade Co., Ltd. (domestic entity, est. 2016); export entity: Guangzhou SQF Sports Co., Ltd. Brands: Xingjiafang® (domestic core, table-tennis benchmark), SQF / Square Comfort (international line), Weishi (billiard T01/T05/T08). Business spans sports goods & equipment, leisure food, and footwear/apparel ODM — over 1000 SKUs.
All Greatness Starts from the Feet
The story traces back to 1988 or earlier. As a teenager in Inner Mongolia, founder Zhu Weixing attended the 1990 Shenzhen International Knitting Machinery Fair with his father, where he was captivated by an Italian semi-automatic hosiery machine. Born into a "hosiery family," he formed a lifelong bond with socks.
With limited funds, his father converted a second-hand domestic sock machine to produce the then-fashionable pantyhose. The novel styles won quick recognition and were exported to Mongolia and Russia. In the early 1990s, when most Chinese firms had no brand awareness, Zhu proactively registered the "Xingjiafang" brand.
"Fang" (workshop) — positioned close to ordinary people, for everyday goods
The Philosophy of "Small"
SQF redefines "small" as a strategic spirit rather than a scale limit. Slow is fast.
Think small
Value process details, watch subtle result changes.
Humble & Prudent
Reflected in R&D, QC and after-sales details.
Feelings First
Put colleagues and customers first.
Small to Big
Turn small care into big transformation.
Continuous Innovation
Continuous change in craft, detail, material.
Craftsmanship
Turn strength into specialty, then into uniqueness.
Zhu Weixing Co-founder
In this fast-growing economy, many companies think about quick money, few think about how to be solid and build a century-old brand. Too many lack the "spirit of craftsmanship" — holding to your strengths, turning them into specialty, then into something unique. SQF stays true at every step: starting from the subtle, making small changes, growing gradually. To become stronger, you must bring out that "small" spirit.
Key Milestones
Slogan Evolution
Born for the Elite
Brand launch, elite positioning
Focus on Quality, Simple Comfort
Quality and comfort focus
All Greatness Starts from Brave Change at the Feet
Core philosophy established
Through Years, for Health Breakthroughs
Deep focus on the health domain
Sometimes Love, Often Care, Always Concern
E-commerce era user care
Make You Love Sports
Pivot to sports category
Master-Class · World-Class
Full upgrade, global benchmark